Extract of sampleChallenge that Faces Positive Marketing of Healthy Behaviour

Most consumer items such as cigarette have side effects, which are supposed to be clearly indicated on their packaging. In most countries, advertisements or any marketing information of such commodities should be accompanied by any side effects (Bond, 1993). The main challenge of such advertisements is the message that promotes the product. For instance, cigarette advertisement uses healthy and successful people to show the positive side of smoking. In most cases, the advertisements use public icons such as musicians and sport men to advertise cigarettes. It is difficult to convince the audience of such information that cigarette smoking or junky foods are harmful to their health. The other challenge facing positive advertisements is lack of uncertainty in the message. For instance, a typical message against tobacco smoking will contain information such as cigarette smoking is harmful to your health, smoking can cause lung cancer and cigarette smoking increase anxiety. Such messages lack certainty and hence they are open to different forms of challenges (Rokeach, 1973). Firstly, the message stating that cigarette smoking is harmful to the health of a smoker fails to state the extent to which smoking is harmful. In addition, adequate studies have not been conducted to establish the extent to which these health problems are related to smoking. ...Show more

Summary

Challenges that faces positive marketing of healthy behaviour Advertisement or marketing can be described as having to faces. The positive and negative faces are the two faces of any advertisement. However, this description depends on individual perspective…

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